Rocko Da Don: The New Southern Rapper Producer

Rocko is the newest rap sensation from the ATL (Atlanta, GA for the less stylish). He's launched his rap career on the catchy pop single, "Umma Do Me." His new album, Self-Made, just launched on March 18. His cool southern word stretch has brought comparisons to fellow Atlanta rapper Young Jeezy. But he does not share the same rocky drug-dealing past.

The essence of Rocko's rap is style over substance. He started off as an artist manager and his songs are more about a general rap atmosphere than any personal problems. He's not an inner city criminal or a visionary. According to Billboard.com, he explains his switch by claiming, "I always loved music, from a consumer stand point, and even though I'm more of a behind-the-scenes type of person and like to sit back and orchestrate things, the decision to go into rapping was initially cash motivated. I saw the type of money rappers were making and I went in trying to get money." While his beats are well-composed, his lyrics are empty and repetitive.

His music video to "Umma Do Me" echoes his interest in money and style. The main environment is a room full of money, supporting scenes include showing off a fancy car outside and dancing in a high-class club. The editing and camera work show off the locations well-enough, but there's just not too much to show.

Money has long been a theme of the rap lifestyle, but it is usually explained as an initial necessity of a poor background or an enabling force. Rocko subtracts the social commentary and leaves money and fashion as his only subject. This is expressed succinctly in his song titled, "That's My Money." Don't be surprised if you see a Rocko fashion line in the near future.

Now, there's nothing wrong with music meant for dancing and not social change. But why does Rocko have to add gun loading sounds and pretend (vaguely) to be a gangster when that's clearly not who he really is? His major hit is about being true to yourself, but if he's following his own advice, there truly is nothing to his personality beyond making cash. If there's something that really represents him beyond just money, perhaps he should consider rapping about that and offer something new to his medium. He clearly has talent, it seems to be more a question of courage. When will he be willing to step outside a comfortable business approach and really become an artist? For the moment, Rocko is radio friendly, but not thought provoking.

Works Cited:

Mariel Concepcion. "Rocko." Billboard.com. January 18, 2008.